Public relations consultant /blog

Feel free to click on and print off the voucher below. Feel free to link to this page and tell the world the Threshers voucher is here. It’s perfectly valid and part of off-license Threshers secret sale by which some lucky people – suppliers and the like – were offered a 40 per cent off voucher to pass on to friends and family in the run up to Christmas.

A friend of mine just emailed the voucher saying: ‘Threshers’ latest wheeze has caused a rush on their website and crashed it for most of the time. It’s also one of the biggest marketing “backfires” for years! My local Threshers was cleaned out on Friday and just managed to restock in time for me, yesterday, to raid the top shelf for stuff that I normally can’t afford! The manager thought it was all a hoot (“They can afford it!”).’

It looks like the store manager’s right and Threshers will have the last laugh as margins are so high they’ll make a tidy profit on the extra sales. A BBC TV discussion (sadly not online) compared Threshers’ prices with Tesco. Even with the 40 per cent discount the supermarket often came out cheapest.

So far from being a huge mistake, this may be one of the most successful viral marketing campaigns of all time. (Unless it creates a population of wine buyers who decide Threshers’ margins are too high.)
Contact Stephen Newton

Posted at : December 4th, 2006 - 7:03 am
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